Victoria Justice visited Australia for the first time in November, conducting a packed eight-day press and promo tour incorporating Melbourne, Sydney and Hamilton Island. Her visit was met with an overwhelming response from the public: over 8000 Victorious fans turned up for signings in Melbourne and Sydney, and she triumphantly won many Australian hearts – plus national media coverage – whilst promoting the Victorious franchise for Nickelodeon and its partners. Beyond promoting the upcoming new Season 3 episodes of hit show Victorious and its associated consumer product lines spanning DVDs, CDs, games and books, Nickelodeon teamed up with Paramount Pictures to promote Victoria’s first major lead role in a feature film, Fun Size (released in Australian cinemas November 29). Co-starring Chelsea Handler and Johnny Knoxville, the film provided some wider talking points for Victoria’s interviews, which included landing national TV appearances on The Project, Ten News, SKY News and Mornings on Channel Nine, as well as national radio reaching the tween and teen set on Today FM (Hot 30 and The Dirt) and Nova FM (Smallzy’s Surgery). A new music single for the Australian market, “Make it in America” was also released by Sony Music and serviced to commerical radio to coincide with Victoria’s tour.
Victoria’s frenzied press schedule comprised Melbourne and Sydney press junket days, fan meet and greets, Hoyts VIP screenings of Victorious, promo shoots, photo shoots for various magazines, radio interviews, plus social media PR for Hamilton Island. A large component within the tour was an event produced to promote the CP side of Victorious: to this end, a fashion show was held by Nickelodeon Consumer Products in the city of Melbourne. Nick ran a national comeptition to find 5 ultimate Victorious fans to “Walk the Catwalk”, which received over 6,400 entries in just one week – well above the average rate of response! The young winners were flown in from around the country to model the Victorious apparel in the fashion show, which was co-hosted by Victoria and MTV Australia’s Kate Peck in front of an eager audience of over 5000. The Victorious samples capped off a range of summer apparel modelled for Target.
Whilst in Sydney, Victoria also shot over two week’s worth of hosted links for Victorious programming stunts. ‘Total Tori Hour’, scheduled to telecast January 14-25 at 5pm on Nickelodeon in Australia, will feature Victoria Justice hosting Victorious episode links in Sydney with the Sydney Opera House as a backdrop. A great example of asset and resource sharing across VIMN, the Total Tori Hour marathon was also planned for use internationally, with Victoria also shooting against a greenscreen for other markets to adapt and use the associated competition (“spot the status updates”) as required.
The Hamilton Island leg of the trip capped off the highly productive press and promo tour, with the arrangement made through commerical partnerships for Hamilton Island to host Victoria Justice in exchange for social media reaching her fan base. Victoria Tweeted several Instagram pics from Hamilton Island to her huge following of over 3 million fans, and also incorporated the anticipation of going to Hamilton Island as a talking point within press interviews. Several of the destination’s best experiences were packed into one and a half days, with Victoria and co. enjoying a beautiful seafood lunch overlooking Pebble Beach at world-renowned luxury resort Qualia; making friends with a cuddly koala at the island’s animal park; enjoying a splash in an infinity pool; and the highlight: a VIP visit to Whitehaven Beach via sea plane, flying over the magniificent waters of the Great Barrier Reef….quite possibly setting the new benchmark as the ideal way to wind up an international press tour!